Effect of Hedonic Value and Consumer Knowledge on Buying Intention for Luxury Brand Counterfeit Product

Musnaini, Musnaini and Wahyuni Astuti, Sri and Munir Sukoco, Badri and Yacob, Syahmardi (2017) Effect of Hedonic Value and Consumer Knowledge on Buying Intention for Luxury Brand Counterfeit Product. International Journal of Business and Globalisation, 19 (4). pp. 1-26.

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Abstract

This study is two-fold: 1) to explore the emotional aspect of the consumers to buy luxury brand counterfeit products including hedonism motivation and intention to buy: 2) to extend the variables that influences the consumers to purchase fake luxury brand products. The study conducted in Surabaya City and randomly assigned to two experiments demonstrates that hedonism motivation into understanding consumers demanding to purchase luxury brand counterfeit products. The results of the empirical analysis suggest that participants who have high hedonism motivation affect their intentions of purchasing such luxury brand counterfeit products positively. It is also seen that there is high demand for luxury brand counterfeit products in the market

Type: Article
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Depositing User: Musnaini
Date Deposited: 04 May 2023 05:07
Last Modified: 04 May 2023 05:07
URI: https://repository.unja.ac.id/id/eprint/47758

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